IrisCX

By: Guillermo Salazar • 09 March 2025

Getting to Hell Yes! LinkedIn Live with Regan Hartley

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What separates good salespeople from exceptional ones? Regan Hartley, a sales powerhouse with over a decade of experience in multifamily, proptech, and energy procurement, believes the key is getting to a “Hell Yes!” from buyers.Regan’s career took an unexpected turn—she aimed for a marketing role but quickly pivoted when a mentor recognized her true talent: sales. That shift set her on a path of building brands, fostering deep client relationships, and mastering the art of consultative selling.Breaking down Regan’s approach to sales using four key themes: Setting, Complication, Turning Point, and Resolution—all focused on getting that enthusiastic “Hell Yes!” from buyers.Many sales careers begin with a deliberate decision to pursue the field. Not for Regan. Like many professionals, she stumbled into sales.After college, she entered the multifamily space and started working for a startup called Package Concierge. Initially hired for marketing, her mentor soon told her she wasn’t a good fit for the role. Instead of feeling discouraged, she embraced a new direction: sales.At first, it shocked her. She had spent years studying marketing, only to hear it wasn’t her calling. But as she leaned into sales, she realized something crucial—sales isn’t about pushing a product. It’s about understanding people, building relationships, and solving problems.Her career took off. She helped launch multiple startups, including Tour24, a self-guided apartment tour app, and Zeel, an EV charging solutions company. Now, as a key player at Energy CX, she applies her sales expertise to helping real estate owners optimize energy procurement.Many salespeople struggle with the traditional sales playbook: persuade, push, and close at all costs.The problem? It leads to short-term wins but long-term losses. This high-pressure approach makes buyers feel manipulated rather than empowered, making them hesitant to trust the salesperson—or the product.

Common sales challenges include:

  • Buyers don’t know they have a problem – In the energy sector, many real estate owners assume their energy costs are fixed. They don’t realize procurement strategies can dramatically impact their bottom line.
  • Too much information, not enough guidance – Buyers feel overwhelmed with industry jargon and endless options. Without a clear, structured approach, they experience decision paralysis.
  • Past negative experiences with salespeople – Many prospects have dealt with aggressive sales tactics in the past, making them skeptical of new conversations.
This is where most salespeople hit a wall. But the best ones—like Regan—change the game by reframing the conversation.The key to sales success isn’t persuasion—it’s alignment. Getting to a “Hell Yes!” means helping the buyer reach a confident decision that benefits them, not just closing a deal for the sake of it.Regan follows a repeatable framework that turns skeptical buyers into enthusiastic partners:Sales isn’t about pitching—it’s about discovery. The first step involves understanding what the buyer truly wants to achieve. Regan starts her conversations by asking strategic questions:
  • What is your appetite for risk?
  • Are you looking for cost savings, budget certainty, or both?
  • What challenges have you faced with procurement in the past?
By focusing on the buyer’s goals, she builds immediate trust and credibility.One of the biggest objections in sales? “I don’t have time for this.”Regan counters this by coming into every conversation fully prepared. Before a call, she researches:
  • The prospect’s company and portfolio.
  • Their role and decision-making authority.
  • Industry trends affecting their business.
This allows her to skip generic sales talk and dive straight into solutions tailored to their needs.A buyer’s journey should never feel like a forced march—it should feel like a guided tour.Regan structures her sales calls to frame the decision logically:
  1. Educate – She helps prospects understand how energy procurement works.
  2. Evaluate – She provides options based on their specific risk appetite and goals.
  3. Empower – She ensures the prospect has the data to make an informed choice.
This method eliminates pressure and replaces it with clarity—leading to more confident “Hell Yes!” decisions.

Why does this approach work?

Because it turns sales into a partnership, not a transaction. Buyers feel understood, supported, and confident in their decisions.
  • Buyers feel in control – Instead of feeling pressured into a decision, they navigate one confidently.
  • Stronger long-term relationships – Trust builds loyalty, leading to repeat business and referrals.
  • Salespeople become trusted advisors – Instead of just selling, they become a go-to resource for their clients.
Regan’s philosophy is simple: If you focus on understanding, educating, and empowering your buyer, the sales will follow.Customers don’t want to be “sold to.” They want to feel understood. The best salespeople listen first, then offer solutions based on what the buyer actually needs.A buyer’s most valuable resource is time. If you want a productive conversation, come prepared with research and insights that show you’ve done your homework.Sales isn’t about closing—it’s about creating lasting partnerships. When you prioritize the buyer’s best interests, you not only close deals but also gain lifelong clients and referrals.Regan Hartley proves that selling the right way isn’t about pressure—it’s about problem-solving.When salespeople shift their approach from persuasion to alignment, they create an experience where buyers confidently say, “Hell Yes!”—not just to the deal, but to the relationship.Refining a sales strategy requires focusing on three things: understanding the buyer, respecting their time, and building real relationships. That’s how transactional selling transforms into transformational selling.Ready to get more “Hell Yes!” responses in a sales career? Start by shifting the focus from selling to serving.

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